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<p>This study investigates consumer behavioral drivers and inhibitors toward purchasing short-dated sales products in Indian supermarkets through the lens of the Theory of Planned Behavior (TPB) and Behavioural Reasoning Theory (BRT). The primary aim is to examine how <i>reasons for</i> and <i>reasons against</i> influence purchase intentions, with attitude, subjective norms, and perceived behavioral control acting as mediators, and social stigma as a moderator. Data were collected from 307 supermarket shoppers using a structured questionnaire. The measurement model demonstrated strong reliability and validity, with composite reliabilities above 0.90 and AVEs exceeding 0.70. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the hypothesized relationships and mediation–moderation effects. Findings reveal that <i>reasons for buying</i> strongly predict positive attitudes, perceived control, and subjective norms, which in turn significantly enhance habitual purchase intentions. Conversely, <i>reasons against buying</i> had limited direct effects but significantly shaped perceived control and subjective norms. Mediation analysis confirmed that attitude, perceived control, and subjective norms partially transmit the effects of consumer reasons onto purchase intention. Additionally, social stigma was found to moderate the TPB relationships partially, weakening the impact of positive evaluations and norms on habitual intention. The study contributes novelty by integrating both motivational and deterrent factors within a TPB framework and introducing social stigma as a boundary condition in short-dated sales research.</p>

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Habitual intention of the shoppers to buy short-dated products in the supermarkets: the moderating role of social stigma

  • 期刊论文

  • 发表日期：

    2026年7月30日

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  • Pravash Ghosh

摘要

This study investigates consumer behavioral drivers and inhibitors toward purchasing short-dated sales products in Indian supermarkets through the lens of the Theory of Planned Behavior (TPB) and Behavioural Reasoning Theory (BRT). The primary aim is to examine how reasons for and reasons against influence purchase intentions, with attitude, subjective norms, and perceived behavioral control acting as mediators, and social stigma as a moderator. Data were collected from 307 supermarket shoppers using a structured questionnaire. The measurement model demonstrated strong reliability and validity, with composite reliabilities above 0.90 and AVEs exceeding 0.70. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the hypothesized relationships and mediation–moderation effects. Findings reveal that reasons for buying strongly predict positive attitudes, perceived control, and subjective norms, which in turn significantly enhance habitual purchase intentions. Conversely, reasons against buying had limited direct effects but significantly shaped perceived control and subjective norms. Mediation analysis confirmed that attitude, perceived control, and subjective norms partially transmit the effects of consumer reasons onto purchase intention. Additionally, social stigma was found to moderate the TPB relationships partially, weakening the impact of positive evaluations and norms on habitual intention. The study contributes novelty by integrating both motivational and deterrent factors within a TPB framework and introducing social stigma as a boundary condition in short-dated sales research.